The first step in any digital marketing campaign is to appropriately choose our objectives for the SEO positioning we want to achieve. Just as with any long-term strategy, knowing your objectives in advance allows you to focus on what matters, saving time, money, and stress.
A good SEO campaign should never be launched automatically to gain some traction. You need to pause and tailor your strategy according to business goals, customer service requirements, the sales team’s needs, and, crucially, a thorough understanding of the competitive environment in which you operate.
Choosing the right goals is also challenging. To do this, you can combine and classify ideas to find those for which digital marketing is suitable. Start by choosing simple goals to help your website take off without forgetting about longer-term SEO strategies, including SEO ranking monitoring to track your progress and adjust accordingly.
Let’s now look at some of the most common objectives of an SEO strategy and how these can affect our business:
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ToggleLead generation and direct marketing
Its function is to generate customers and revenue. It is a common strategy among lead-driven businesses, where their customers require personal contact before making the transaction, such as if you have a customer with a higher-than-average purchase price.
The conversion rate fundamentally drives every SEO strategy aimed at lead generation. Conversion Rate Optimization (CRO) is often the most reliable approach to attracting new potential customers to your website.
For those unfamiliar, CRO involves the professional practice of analyzing and enhancing a website’s conversion rate to encourage as many users as possible to complete the desired action.
Increase traffic to your website
Increasing traffic to your website is about maximizing clicks on your content while keeping visitors engaged for extended periods. This is a common objective for sites that focus on something other than direct financial transactions.
For instance, boosting user numbers should be your top SEO priority if your website relies on sponsorships or advertising for revenue, as more visitors typically lead to higher earnings.
To do this, focus all your efforts on generating quality content attractive to the client. It is also important to research the different Types of Keywords in SEO that are of great interest to your target audience and use them later in your content.
However, keep in mind that Google does not look favorably on so-called ClickBait or fake news created with the sole purpose of obtaining traffic. Suppose you intend to save time in generating content based on copy and paste copy & paste and news that attracts a lot but ends up being nothing. In that case, you should know that Google is increasingly better at detecting these websites thanks to the improvement of its algorithm, severely penalizing websites that carry out these practices.
Increase e-commerce sales
This is our goal if we want to focus on attracting users to our online store and increasing our sales.
It is estimated that around 10% of retail sales worldwide come from e-commerce. Of all these sales, around half are made by Amazon, meaning millions of websites compete to sell the same products as you. Knowing how to use SEO generates long-term competitive advantages for any business in this highly competitive space.
Once you’ve identified your audience and keywords, focus on making the transaction as easy as possible with conversion rate optimization (CRO). CRO aims to boost the average conversion value. A good way to test keywords’ effectiveness and potential ROI is to run a pay-per-click (PPC) campaign to see if it delivers traffic and conversions.
Branding
It is common today to overlook the brand, focusing only on sales and promotion, but this is a serious mistake. Our brand plays a crucial role in the marketing campaign we’re creating.
Brand awareness with new businesses increases customer awareness and decreases their resistance to future transactions, making future dealings much easier. It is easier for us to interact with a business we know than with a new entity we know nothing about.
On the other hand, for established brands, a correct SEO campaign based on Branding will provide us with high levels of trust and protection for our domain. In addition, if our brand already has a certain reputation, we can use it to make ourselves known in keyword fields we had yet to include, making it much easier to expand our business to new products or services.
Conclusion
Defining Its goals and developing a web positioning campaign are complex. This complexity is why companies without expertise in digital marketing often seek the help of industry professionals to execute their SEO strategies.
Remember, there is no universal approach to digital marketing or even marketing as a whole. Every company has unique clients, products, services, and business objectives, so it’s crucial to apply these goals cautiously to your website. Even minor mistakes can result in Google penalties, negatively affecting your search rankings.
Another aspect to remember is that you will soon have to conduct SEO audits to ensure that everything is optimized as it should be.
It is also important to know that the objectives explained here are the most common but not the only ones. Many other secondary objectives that we have seen over the years are:
- Reducing low-budget leads.
- Promote both Apple and Android app stores for SEO.
- Event-specific SEO.
- Increase our search results in specific SERPs through different products.
- Boost retail sales.
- Consumer awareness.
As you can see, there are as many types as stars in the sky, and at Marketeros Agency, we are prepared for all of them. If you are looking for great progress and visibility for your website, do not hesitate to contact us. It will be a pleasure to help you achieve it.